| Title | ABUSED PRESENTER |
| Brand | RUSTAVI2 |
| Product/Service | BROADCASTING |
| Category |
A06. Use of Broadcast in a Promotional Campaign |
|
Entrant Company
|
SAATCHI & SAATCHI Budapest, HUNGARY
|
|
Advertising Agency
|
SAATCHI & SAATCHI Budapest, HUNGARY
|
Credits
| John Pallant |
Saatchi/Saatchi EMEA |
Executive Creative Director |
| Andrea Toth |
Saatchi/Saatchi Hungary |
Creative Director |
| Anton Demakov |
Saatchi/Saatchi Tbilisi |
Creative Director |
| Steve Hough |
Saatchi/Saatchi Hungary |
Creative Director |
| Armand Versace |
Saatchi/Saatchi Hungary |
Art Director |
| Klaudia Rosenkranz |
Saatchi/Saatchi Hungary |
Copywriter |
| Saba Lekveishvili |
Saatchi/Saatchi Tbilisi |
Copywriter |
| Rusudan Gigineinshvili |
Saatchi/Saatchi Tbilisi |
Client Service Director |
| Ia Janjgava |
Saatchi/Saatchi Tbilisi |
Account Director |
| Keti Chitanava |
Saatchi/Saatchi Tbilisi |
Account Manager |
| Teona Bagdavadze |
|
PR Specialist |
| Sophio Ebralidze |
|
PR Specialist |
The Brief
Currently 1 in 3 women are affected by domestic violence in Georgia. Yet 78% of people think that these issues should not be talked about publicly, as it is a family matter. Rustavi2, Georgia’s biggest TV channel (with a nationwide coverage), wanted to make people aware not just by talking about the problem, but also by taking action. A non-conventional approach had to be applied to open eyes and start discussions.
Campaign Success
As people did not want to address the issue of domestic violence, we had to make sure they couldn’t ignore it. So, just before women’s day, on the TV channel’s most watched show, the popular female host was abused by the producer, live in the middle of the program. Afterwards, they revealed that it was the channel’s campaign against domestic violence, and they also dedicated the show to the issue, and talked about ways to help.
The stopping power was huge; it instantly triggered conversations among the viewers on online forums and in social media.
Describe the success of the promotion with both client and consumer including some quantifiable results
Our campaign reached more than 50% of the population. The stunt became the most watched and shared online video of the past 6 months – in just 3 days. 200.000 views, 6000+ shares and numerous media outlets made the campaign the hot topic in Georgia – with zero money spent. The issue has finally become a public matter. Also, politicians have started discussions, promising changes to current legislation.
Explain why the method of promotion was most relevant to the product or service
We wanted to activate our audience by creating content that had great stopping power and made the viewers want to react. As a result, we’ve triggered conversations and got people talking about a problem they’ve ignored for very long.
Rustavi2, Georgia's leading TV channel was the perfect vessel for the case, as it reaches 98% of the households in the country.